A Review on E-commerce and Rural Consumers: A Study on the Motivational Factors for Online Shopping among Rural Youth

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Deshel Levines Fernandes
Shailashri V. T.


Purpose: Online shopping is now a frequently used method of making purchases. It has become popular in rural areas, especially among rural youth, as a result of advancements in technology, information, and communication. This study aims to determine the motivational factors that affect rural youth's online shopping behaviour and their level of familiarity with e-commerce in general and online shopping in particular.

Design: Secondary data was gathered by referring to journal papers via Google Scholar, Research Gate, Academia databases, Magazines, and books. The framework of ABCD factor analysis is included in the study.

Findings: Based on the articles examined, it is clear that young people are comfortable making purchases online, and that they do so for a variety of reasons. Youngsters are influenced to shop online because of both internal (personal) and external factors (Influencers). Despite the fact that there is no research on rural youth in the reviewed articles, there are still some themes that apply to this demographic that are universal across all consumers, whether they live in cities or rural areas. A number of problems exist even for young people living in urban areas when they try to shop online. The majority of young people still prefer shopping online because of ease, lower prices, higher quality, convenience, etc. The majority of youth today, prefer to shop online for books and electronic gadgets.

Originality value: The knowledge that young people possess relating to online shopping has been assessed based on the reviewed articles. The motivators that make youth buy the products online are identified along with the purchase process, methods of payment, etc.

Paper Type: Review of Literature


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How to Cite
Deshel Levines Fernandes, & Shailashri V. T. (2023). A Review on E-commerce and Rural Consumers: A Study on the Motivational Factors for Online Shopping among Rural Youth. International Journal of Management, Technology and Social Sciences (IJMTS), 8(1), 83–98. https://doi.org/10.47992/IJMTS.2581.6012.0257